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Fish and Seafood - Ireland - January 2015

“Increasing the availability of alternative fish species in-store and within new products, backed by promotional activity and recipe suggestions, may encourage consumers to opt for new fish options and go some way towards tackling sustainability issues.”
– Sophie Dorbie, Research Analyst

This report answers the following questions:

  • What types of seafood are most popular amongst Irish consumers?
  • What new product development opportunities exist for UK/Irish fish brands to drive value growth in the market?
  • What can fish and seafood manufacturers do to encourage consumers to eat more fish?

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Table of contents

  1. Introduction

      • Key points
        • Definition
          • Consumer research
            • Data sources
              • Abbreviations
              • Executive Summary

                  • The market
                    • Forecast
                      • Figure 1: Index value of the NI and RoI domestic fish markets, 2010-20
                    • Market factors
                      • Fishing quotas
                        • Sustainability being communicated by producers
                          • Heath benefits should be further promoted
                            • Company, brands and innovation
                              • The consumer
                                • Plain fish portions catering for the scratch cooking trend
                                  • Figure 2: Types of chilled fish purchased in the last three months, NI and RoI, October 2014
                                  • Figure 3: Types of frozen fish purchased in the last three months, NI and RoI, October 2014
                                • Canned tuna most widely used amongst Irish consumers
                                  • Figure 4: Canned fish purchased in the last three months, NI and RoI, October 2014
                                • Over half of RoI consumers think a healthy diet should include two portions of fish a week
                                  • Figure 5: Agreement with statements relating to fish and shellfish, NI and RoI, October 2014
                                • What we think
                                • Issues and Insights

                                    • What types of seafood are most popular amongst Irish consumers?
                                      • The facts
                                        • The implications
                                          • What new product development opportunities exist for UK/Irish fish brands to drive value growth in the market?
                                            • The facts
                                              • The implications
                                                • What can fish and seafood manufacturers do to encourage consumers to eat more fish?
                                                  • The facts
                                                    • The implications
                                                    • Trend Application

                                                        • Moral Brands
                                                          • Return to the Experts
                                                            • Locavore
                                                            • Market Overview

                                                              • Key points
                                                                • Fishing quotas
                                                                  • Sustainability being highlighted
                                                                    • Fish well positioned to capitalise on natural health benefits
                                                                      • Figure 6: Agreement with the statement ‘A healthy diet should include at least 2 portions of fish a week’, NI and RoI, October 2014
                                                                    • Fish subject to higher inflation rates compared to other protein sources
                                                                      • Figure 7: Consumer Price Index, fish, meat and poultry, RoI, December 2011 – November 2014
                                                                      • Figure 8: Consumer Price Index, percentage change over 12 months for meat and fish, UK, April – December 2014
                                                                  • Competitive Context

                                                                    • Key points
                                                                      • Meat is a staple in Irish households
                                                                        • Figure 9: Any usage of meat/meat products in the last six months, NI and RoI, August 2014
                                                                      • Eight in 10 purchase chilled chicken portions
                                                                        • Figure 10: Chilled poultry bought in the last 12 months, NI and RoI, August 2014
                                                                    • Market Size and Forecast

                                                                      • Key points
                                                                        • Increase in the value of the RoI market
                                                                          • Figure 11: Value of sales on the domestic market, RoI, 2010–20
                                                                        • Export market value reached €540 million
                                                                          • Figure 12: Distribution of seafood exports, RoI, 2013-14
                                                                        • Growth expected in the NI market
                                                                          • Figure 13: Estimated retail value of the fish market, NI, 2011 – 20
                                                                      • Strengths and Weaknesses

                                                                        • Strengths
                                                                          • Weaknesses
                                                                          • Who’s Innovating?

                                                                              • Chilled sector increasing sees growth in NPD whilst frozen has declined
                                                                                • Figure 14: New product launches in the UK and Ireland processed fish market, by storage type, 2010–14
                                                                              • Private label dominant in the market
                                                                                • Figure 15: New product development in the UK and Ireland retail processed fish market, branded vs private label 2010-14
                                                                              • Global cuisine inspiring new flavour launches
                                                                                • NPD focusing on convenience
                                                                                  • Innovation in fish targeting the lunchtime market
                                                                                    • Premium ranges inspired by restaurant dishes
                                                                                      • Alcohol inspiring new flavour launches
                                                                                      • Companies and Brands

                                                                                          • 2 Sisters Food Group (Donegal Catch)
                                                                                            • Key facts
                                                                                              • Brands and products
                                                                                                • Brand NPD
                                                                                                  • Findus Group/Young’s Seafood
                                                                                                    • Key facts
                                                                                                      • Brands and products
                                                                                                        • Brand NPD
                                                                                                          • Recent developments
                                                                                                            • Icelandic Seachill/The Saucy Fish Company
                                                                                                              • Key facts
                                                                                                                • Brands and products
                                                                                                                  • Brand NPD
                                                                                                                    • Recent developments
                                                                                                                      • Iglo Group/Birds Eye
                                                                                                                        • Key facts
                                                                                                                          • Brands and products
                                                                                                                            • Brand NPD
                                                                                                                              • Recent developments
                                                                                                                                • John West/TUF
                                                                                                                                  • Key facts
                                                                                                                                    • Brands and products
                                                                                                                                      • Brand NPD
                                                                                                                                        • Keohane's Seafoods
                                                                                                                                          • Key facts
                                                                                                                                            • Brands and products
                                                                                                                                              • Brand NPD
                                                                                                                                                • Recent developments
                                                                                                                                                  • Kilmore Quay Seafood
                                                                                                                                                    • Key facts
                                                                                                                                                      • Brands and products
                                                                                                                                                        • Brand NPD
                                                                                                                                                          • Recent developments
                                                                                                                                                            • Mr Good’s Fabulous Fish
                                                                                                                                                              • Key facts
                                                                                                                                                                • Brands and products
                                                                                                                                                                  • Brand NPD
                                                                                                                                                                    • Recent developments
                                                                                                                                                                      • Princes Group
                                                                                                                                                                        • Key facts
                                                                                                                                                                          • Brands and products
                                                                                                                                                                            • Brand NPD
                                                                                                                                                                              • Recent developments
                                                                                                                                                                              • The Consumer – Types of Fish Purchased

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • Plain fish portions/fillets are the most popular type of chilled fish
                                                                                                                                                                                    • Figure 16: Types of chilled fish purchased in the last three months, NI and RoI, October 2014
                                                                                                                                                                                  • Frozen losing out to chilled fish
                                                                                                                                                                                    • Figure 17: Types of chilled and frozen fish bought in the last three months, NI and RoI, October 2014
                                                                                                                                                                                  • Fish fingers are a family favourite
                                                                                                                                                                                    • Figure 18: Consumers who have purchased frozen fish fingers in the past three months, by presence of children in the household, NI and RoI, October 2014
                                                                                                                                                                                  • Minority of consumers have purchased shellfish in the last three months
                                                                                                                                                                                    • Figure 19: Types of shellfish bought in the last three months, NI and RoI, October 2014
                                                                                                                                                                                  • Majority of consumers purchase canned tuna
                                                                                                                                                                                    • Figure 20: Other types of fish (eg canned) purchased in the last three months, NI and RoI, October 2014
                                                                                                                                                                                  • Canned tuna popular amongst families
                                                                                                                                                                                    • Figure 21: Consumers who have purchased plain tuna in water, brine or oil in the past three months, by presence of children in household, NI and RoI, October 2014
                                                                                                                                                                                • The Consumer – Attitudes towards Fish and Shellfish

                                                                                                                                                                                  • Key points
                                                                                                                                                                                    • Health messages in regard to fish being received by Irish consumers
                                                                                                                                                                                      • Figure 22: Agreement with statements relating to fish and shellfish, NI and RoI, October 2014
                                                                                                                                                                                    • Canned fish favoured for convenience
                                                                                                                                                                                      • Figure 23: Agreement with the statement ‘Canned fish is a convenient way of including fish in a meal’, by age, NI and RoI, October 2014
                                                                                                                                                                                    • Three in 10 willing to pay more for fresh fish
                                                                                                                                                                                      • Figure 24: Agreement with the statement ‘It is worth paying more for fresh fish compared to pre-packed fish’, by age, NI and RoI, October 2014
                                                                                                                                                                                    • A third of RoI consumers prefer provenance when buying fish
                                                                                                                                                                                      • Figure 25: Agreement with the statement ‘I prefer to buy fish that has been sourced locally (eg from the Irish sea, NI/RoI rivers/fish farms), by age, NI and RoI, October 2014
                                                                                                                                                                                    • Over a fifth mainly prefer white fish
                                                                                                                                                                                      • Figure 26: Agreement with the statement ‘I prefer mainly ‘white’ fish compared to other ‘colours’ of fish (eg salmon)’, by age group, NI and RoI, October 2014
                                                                                                                                                                                    • NPD opportunities for the ready-to-eat/cook market could help drive usage
                                                                                                                                                                                      • Figure 27: Agreement with the statement ‘I would like to see a greater variety of ready-to-eat/cook shellfish products in supermarkets’, by age, NI and RoI, October 2014
                                                                                                                                                                                  • Appendix

                                                                                                                                                                                    • NI Toluna data
                                                                                                                                                                                      • Figure 28: Types of chilled fish products bought by consumers in the last three months, by demographics, NI, October 2014
                                                                                                                                                                                      • Figure 29: Types of chilled battered/bread fish products bought by consumers in the last three months, by demographics, NI, October 2014
                                                                                                                                                                                      • Figure 30: Types of chilled shellfish/other types of fish products bought by consumers in the last three months, by demographics, NI, October 2014
                                                                                                                                                                                      • Figure 31: Types of frozen fish products bought by consumers in the last three months, by demographics, NI, October 2014
                                                                                                                                                                                      • Figure 32: Types of frozen breaded/battered fish products bought by consumers in the last three months, by demographics, NI, October 2014
                                                                                                                                                                                      • Figure 33: Types of frozen shellfish products bought by consumers in the last three months, by demographics, NI, October 2014
                                                                                                                                                                                      • Figure 34: Types of other fish products bought by consumers in the last three months, by demographics, NI, October 2014
                                                                                                                                                                                      • Figure 35: Types of other fish products bought by consumers in the last three months, by demographics, NI, October 2014 (continued)
                                                                                                                                                                                      • Figure 36: Agreement with statements relating to fish and shellfish, by demographics, NI, October 2014
                                                                                                                                                                                      • Figure 37: Agreement with statements relating to fish and shellfish, by demographics, NI, October 2014 (continued)
                                                                                                                                                                                      • Figure 38: Agreement with statements relating to fish and shellfish, by demographics, NI, October 2014 (continued)
                                                                                                                                                                                    • RoI Toluna data
                                                                                                                                                                                      • Figure 39: Types of chilled fish products bought by consumers in the last three months, by demographics, RoI, October 2014
                                                                                                                                                                                      • Figure 40: Types of chilled battered/bread fish products bought by consumers in the last three months, by demographics, RoI, October 2014
                                                                                                                                                                                      • Figure 41: Types of chilled shellfish/other types of fish products bought by consumers in the last three months, by demographics, RoI, October 2014
                                                                                                                                                                                      • Figure 42: Types of frozen fish products bought by consumers in the last three months, by demographics, RoI, October 2014
                                                                                                                                                                                      • Figure 43: Types of frozen breaded/battered fish products bought by consumers in the last three months, by demographics, RoI, October 2014
                                                                                                                                                                                      • Figure 44: Types of frozen shellfish products bought by consumers in the last three months, by demographics, RoI, October 2014
                                                                                                                                                                                      • Figure 45: Types of other fish products bought by consumers in the last three months, by demographics, RoI, October 2014
                                                                                                                                                                                      • Figure 46: Types of other fish products bought by consumers in the last three months, by demographics, RoI, October 2014 (continued)
                                                                                                                                                                                      • Figure 47: Agreement with statements relating to fish and shellfish, by demographics, RoI, October 2014
                                                                                                                                                                                      • Figure 48: Agreement with statements relating to fish and shellfish, by demographics, RoI, October 2014 (continued)
                                                                                                                                                                                      • Figure 49: Agreement with statements relating to fish and shellfish, by demographics, RoI, October 2014 (continued)

                                                                                                                                                                                  Companies Covered

                                                                                                                                                                                  To learn more about the companies covered in this report please contact us.

                                                                                                                                                                                  Fish and Seafood - Ireland - January 2015

                                                                                                                                                                                  £1,095.00 (Excl.Tax)